# From kinship ties to market-based advantage: A strategic decision framework for brand resonance in fashion SMEs
> Pasyrib A.S.U.

URL kanonis: https://discover.unhas.ac.id/publications/pub_scopus_105051790899
Jurnal / Konferensi: Decision Science Letters
Tahun terbit: 2026
DOI: https://doi.org/10.5267/j.dsl.2026.6.014
ISSN: 19295804
Kuartil SJR: Q3
Citations: 1

## Authors
- Pasyrib A.S.U.

## Abstract
This study aims to model the strategic decision-making process of fashion Small and Medium-Sized Enterprises (SMEs) in Indonesia in transforming bonding social capital into a market-based advantage, as reflected in marketing performance. By integrating Social Capital Theory and the Dynamic Capabilities Perspective within a decision science framework, this study investigates how managerial decisions to develop brand resonance capability function as a structural conversion mechanism. An empirical quantitative approach was employed using survey data collected from 265 key decision-makers (owners and managers) of fashion SMEs located in Indonesia's creative textile industry clusters, including Bandung, Surakarta, Pekalongan, and Yogyakarta. Data was analyzed using Variance-Based Structural Equation Modeling (PLS-SEM) using SmartPLS. The findings reveal that reliance on bonding social capital alone does not directly generate significant improvements in marketing performance. However, the structural model demonstrates a full mediation effect, indicating that internal social capital must be strategically transformed through investments in brand resonance capability. This study contributes to the decision science literature by proposing a strategic choice architecture that bridges inward-looking relational assets and externally oriented competitive advantage.

## Keywords
- Social capital
- Structural equation modeling
- Mediation
- Business
- Relational capital
- Function (biology)
- Competitive advantage
- Marketing
- Structural holes
- Survey data collection
- Process (computing)
- Structural capital
- Empirical research
- Perspective (graphical)
- Industrial organization
- Capital (architecture)
- Knowledge management
- Social network analysis
- Key (lock)
- Bond
- Kinship
- Strategic management
- Brand management
- Customer engagement
- Social network (sociolinguistics)
- Decision model
- Phase (matter)

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Sumber: Discover Unhas — RIMS Universitas Hasanuddin.
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